by Charles Pacheco
on 29-08-2021

Following Up with Show Leads

All Show leads are not created equal...at least in the mind of a sales person.

Here’s where the problem arises: the hot leads get all of the attention and in most cases priority on the follow up list. And by priority, we mean that every other lead will fall through the cracks.
I’m not saying that you shouldn’t prioritize what you think are the hot leads over the cold leads... but I am saying not to forget about the cold leads.
You should follow up with every Show lead because gauging the quality of a lead from only a simple conversation at the show is based on assumption only. And you know what they say happens when you assume
Think about it. The people you meet are bombarded with conversations from all of the other exhibitors ALL DAY LONG. They don’t have time for everyone and lack of interest at the event could just be that they’re worn out.
Additionally, someone that seems hot might only be entertaining you to get some free swag.
Bottom line...don’t assume, follow up with everyone to make sure you’re getting the biggest bang for your buck!

Follow Up Timing

Be sure that your initial follow up from the show is prompt. It doesn’t have to be the same day, but waiting too long will allow momentum to fade and conversations to be forgotten. Consider something as simple as:

Hi ,
It was nice meeting you at the other day.
I’m sure you're busy after being gone for the show, so I’ll reach out next week after you’re able to get caught up and we can take it from there.
Thank you,

This is something you can have prepared in advance and gives you some breathing room. The prompt follow-up will not only set you apart from the competition but allows this simple touchpoint to get lost in the shuffle, not your more meaningful messages.

Follow Up Frequency

Don’t stop at just one email, especially if you are promising that you’ll follow up with them the following week. Plan out a follow-up series of touchpoint emails that continually provide some sort of value to them.
In the short term you should consider at least a few emails within the first couple of weeks, but also plan out a longer-term follow-up to stay on their radar if they aren’t quite ready to buy.
Depending on your industry and your business, a Show lead might become a customer in a week, a month, 6 months, or even years. Your long-term touchpoint strategy should be in line with your sales cycle.
While frequency is important, don’t be annoying. This doesn’t really need further explanation... just use your best judgment.

Follow Up Customization

Most of the follow-up messages attendees will receive will be generic, out-of-the-box, useless information begging for their business.
Set yourself apart by personalizing your follow-up to the prospects and provide value. Here are a few ways you can tailor your messages:

• Speak to conversation points at the show
• Use rapport builders
• Research their company and provide tips
• Mention a recent blog post on their website
• Mention company news
• Ask them a question specific to their business
• Share an article that would be valuable to them
• If you really want to excel, take a selfie with them at the show and include it in one of your follow-ups
Obviously, you won’t have enough time in your day to customize every message to every person you talked to at the show. In this case, you can segment and spend more time on the people that are more likely to buy and less time on the people that are less likely to buy.

Use Technology

Like me, you’re a human. As a human, we tend to let things slip...including follow up. This is where technology can be your friend.

Automating Follow Up

almost all CRM has a great tool called sequences in which you can queue up a series of emails, each with varying levels of customizations. You can determine how long to wait before your follow up emails go out. The best part is, if your lead responds to the message the sequence stops so they don’t feel like they’re talking to a robot.
If you don’t have awesome automation tools like that, at the very least use your CRM to create follow up tasks for your follow up steps. Without these tasks or calendar reminders, your follow up will be sloppy and highly ineffective.

Leverage Social Media

This is probably a given, but connect to your leads on social media, especially LinkedIn. Now for the hard part...don’t JUST find the name and click connect and let it go. CUSTOMIZE your connection message. You’re trying to set yourself apart from everyone else and everyone else is NOT sending a customized message.

Pick Up the Phone

It’s a digital world, but a simple phone call can go a long way. Like your emails, these phone calls should not be generic.
You’re not calling them to ask them for RFQs, you're calling them to have a conversation and keep the relationship going. Build rapport, provide value, and have a short conversation.
If after the conversation it makes sense to schedule a follow up, do so but don’t go into it expecting a close.

About Author

Charles Pacheco

Relationship Manager , B2B Growth Hub Limited

I am a postitive, tenacious, highly motivated and self driven person and have a consistant and proven track record of success and over achievements in sales, marketing and business consultancy. I have a wealth of experience working across all business sectors and worked for large corporates extensiv...

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